Our work with the G+N Group began by establishing the over arching brand architecture. Once we had a clear understanding of the wider business we were able to start defining the requirements for each division within the business.
G+N Health, was a newly formed consumer division of the G&N Group and had very little consumer awareness. Even though awareness was low, its sub-brand FITLEGS enjoyed far greater recognition with trade and consumers alike.
Our brief was to develop a system that was an evolution of the G+N master brand (the helix) and to rationalise the secondary elements across the G+N Health and Fitlegs visual identities, while allowing each a degree of autonomy.
Both systems were developed simultaneously and share the same base design assets. However, Fitlegs would be a consumer focussed brand and so required a deeper dive, given the market considerations.
The UK compression garment consumer market is currently valued at $150M per year and is set to increase to $250M by 2030. The brief from Fitlegs was to create a visual identity that could tap into this market while stabilising their presence within NHS procurement (an existing valued customer to the brand).
The G+N Group has a trusted medical heritage which supports its Medical Grade credentials and so it was important to reflect this in the approach to the rebrand. However, the brand would also be competing against Sports and Lifestyle focused brands in the consumer market and so would need to project a contemporary image in order to do this successfully.
The Fitlegs brand would have to have a broad appeal, spanning a variety of consumer groups — Mums to be, Frequent Flyers, Shifts Workers and Weekend Warriors. We focussed on the brands core strength, it’s medical heritage, which would be an important differentiator to all of these user groups.
We reflected this in the scientific motif of the central brand mark. This was supported by a secondary palette of graphic capillaries referencing the benefits of compression and allowed us to create soft abstract backdrops to be applied across screen and packaging.
